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This paper aims to gain a better understanding of how Swedish branded goods manufacturers (BGMs) deal with the increased usage of private labels.

The approach takes the form of answering the three research questions of this study: how private labels are viewed by BGMs on the Swedish market; how Swedish BGMs strategically respond to the increases in private labels; and how the benefits and drawbacks of these strategic responses are perceived by Swedish BGMs. A contrasting multiple case study of four Swedish companies in the fast‐moving consumer goods (FMCG) industry was used.

The perceived advantages of private labels are connected to their overall control of the market in which they operate, whereas the advantages of BGMs are seen to be linked to product development and superior brand reputation. BGMs respond to private labels by taking them seriously and striving to increase the perceived distance of their brands from private labels in the eyes of the consumers. The overall benefit of these strategies is perceived to be preparedness for increased private label competition, while the drawbacks vary between companies.

In addition to empirical testing based on previous research on private label competition in a new setting, the study also presents suggestions for future research and the implications of the findings for managers.

Findings indicate that BGMs should take the emergence of private labels seriously, while at the same time striving to maintain good business relationships with the retailers.

The study provides insights into the competitive situation between private labels and the manufacturer brands in the Swedish FMCG market.

The purpose of the paper is to uncover and synthesise the main factors that affects and determines the success or failure of empowerment initiatives from a macro and micro perspective.

A thorough review of scholarly articles and empirical evidence was conducted on the topic of empowerment in order to bring to light the correlation between the different factors affecting structural empowerment, psychological empowerment and the effect of leadership style.

It has been determined that a team based structure and a culture based on trust and open communication are the key factors affecting the successful implementation of empowerment. Furthermore, although, many positive points can be made for transformational leadership, transactional leadership cannot be discounted as the research shows that the right combination of incentives and rewards, coupled with a certain organisational culture can breed empowerment among certain types of employees.

Going forward in terms of research on the increasingly popular concept of empowerment, it is believed that a more fully integrated model should be developed. Although some models do incorporate analysis of various macro and micro variables a more comprehensive and encompassing model would prove useful. Such a model would allow for a far more in-depth understanding of empowerment and its defining factors and would provide an invaluable tool to organisations wishing to implement empowerment in the most optimal way.

In applying a combination of theories on empowerment, leadership and individuals as part of an organisation, the authors posit that empowerment initiatives are predisposed to either success or failure. In order for empowerment to permeate the corporate culture and prove successful, the predispositions of decentralised management and personal ambition are strong factors of success.

The authors postulate that the deciding factors regarding the success or failure of empowering an employee originate from the employees themselves. Even though employees can adopt new corporate cultures and be transformed by their leaders, their core traits remain the same and will have a decisive impact on the eventual success or failure of empowerment initiatives.

Going forward in terms of research on the increasingly popular concept of empowerment, it is believed that a more fully integrated model should be developed. Although some models do incorporate analysis of various macro and micro variables, a more comprehensive and encompassing model would prove useful.

The purpose of this paper is to uncover and synthesise the main factors that affects and determines the success or failure of empowerment initiatives from a macro and micro perspective.

A thorough review of scholarly articles and empirical evidence was conducted on the topic of empowerment in order to bring to light the correlation between the different factors affecting structural empowerment, psychological empowerment and the effect of leadership style.

It has been determined that a team based structure and a culture based on trust and open communication are the key factors affecting the successful implementation of empowerment. Furthermore, although, many positive points can be made for transformational leadership, transactional leadership cannot be discounted as the research shows that the right combination of incentives and rewards, coupled with a certain organisational culture can breed empowerment among certain types of employees.

Going forward in terms of research on the increasingly popular concept of empowerment, it is believed that a more fully integrated model should be developed. Although some models do incorporate analysis of various macro and micro variables a more comprehensive and encompassing model would prove useful. Such a model would allow for a far more in-depth understanding of empowerment and its defining factors and would provide an invaluable tool to organisations wishing to implement empowerment in the most optimal way.

In applying a combination of theories on empowerment, leadership and individuals as part of an organisation, the authors posit that empowerment initiatives are predisposed to either success or failure. In order for empowerment to permeate the corporate culture and prove successful, the predispositions of decentralised management and personal ambition are strong factors of success.

The authors postulate that the deciding factors regarding the success or failure of empowering an employee originate from the employees themselves. Even though employees can adopt new corporate cultures and be transformed by their leaders, their core traits remain the same and will have a decisive impact on the eventual success or failure of empowerment initiatives.

Going forward in terms of research on the increasingly popular concept of empowerment, it is believed that a more fully integrated model should be developed. Although some models do incorporate analysis of various macro and micro variables, a more comprehensive and encompassing model would prove useful.

The luxury brands sales in emerging markets will see rapid growth. When entering the emerging markets, luxury fashion brands always find it challenging to balance adaption with local consumer culture and standardization to maintain their global brand image. The present study attempts to examine this intriguing issue of adaptation and standardization and many other challenges for luxury brands in the emerging market by focusing on China’s luxury market. A case study on China is conducted, which consisted of reviewing academic literature and consulting trade reports, examining over 50 luxury brands’ Chinese websites, reading newspaper articles, conducting field trips to luxury retail outlets, and studying luxury brands’ advertisements in major Chinese fashion magazines. We identified five intriguing market characteristics that must be taken into account in order to succeed in this market. Specifically, we found that to perform well in China’s luxury market, luxury brands should have a good understanding of the conflicting Chinese social cultural sentiments toward luxury consumption. Luxury brands should seek a balance between standardization and adaptation and appeal to both consumers’ converging needs and their desire for products that embrace local elements. Further, given the unique consumer characteristics, luxury brands should better serve the young and economically diverse consumer base in China.

This chapter examines the concept of dual marketing using Quelch's tools for marketing to individual and business customers. The benefits, opportunities and risks involved in the practice of dual marketing in emerging economies are discussed. The need for organisations to strategically utilise dual marketing to satisfy both categories of customers is further illustrated.

Strategic contingency theory maintains that a successful strategy should fit the features of the environment in which it is implemented, suggesting that different strategies are required in different world markets. In contrast, Porter posited three generic strategies, and asserted that to be effective firms should consistently use only one of the three. This paper aims to address this apparent disagreement by discussing the transfer, by developed‐country multinational companies (MNCs), of a cost‐leadership strategy to emerging markets.

Presenting theoretical arguments, based on deductive reasoning and examples reported in business publications, the authors focus on why firms from developed countries may find a cost‐leadership strategy ineffective in emerging markets. This focus on both emerging markets as a group and on the ease of the transfer of the cost‐leadership strategy fills a gap in the international management literature.

It is argued that implementation of a cost‐leadership strategy by developed‐country MNCs is rarely effective in emerging markets, and that MNCs may benefit from using different strategies in different markets.

The paper provides at least a partial explanation as to why developed‐country firms may struggle when they apply a generic competitive strategy across countries. The contribution of this paper is two‐fold. First, it explores the question of emerging market strategies by focusing on developed‐country MNCs that use a cost‐leadership strategy in these markets. Second, the paper contributes an important critique of the claims made by some business strategy theorists that MNCs need to use a single generic strategy globally in order to achieve high performance.

Many apparel brands use growth strategies that involve extending a brand’s line horizontally (same price/quality) and/or vertically (different price/quality). While such opportunities for growth and profitability are enticing, pursuing them could dilute a highly profitable parent brand. Categorization theory’s bookkeeping model and the cue scope framework provide the theoretical framework for this study. The purpose of this study is to test whether specific attributes of a line extension (i.e. direction of extension, brand concept, price discount and perceived fit) make a parent brand more susceptible to dilution.

This experimental study manipulates brand concept (premium or value brand) and price level (horizontal or vertical: −20per cent, −80per cent) and measures perceived fit to test effects on parent brand dilution. ANOVA and t-tests are used for the analysis.

Vertical extensions dilute the parent brand, but horizontal extensions do not. Dilution is strongest for premium (vs value) brands and when line extensions are discounted (i.e. −20per cent or −80per cent lower than the parent brand), regardless of the perceived fit between brand concept and brand extension price. Overall, brand concept is the strongest predictor of parent brand dilution in the context of vertical-downward extensions.

This study establishes which factors emerge as important contributors to parent brand dilution. Although previous studies on brand dilution are abundant, few studies have compared the effects of horizontal and vertical extensions on brand dilution. This study offers strong theoretical as well as practical implications.

This research article aims to understand the role of brand image, service quality and price (charge) in revitalising functional mass brands into prestigious mass brands.

The empirical research framework was developed by synthesising the past literature on masstige marketing and brand extension. Data was collected using a survey questionnaire from 396 respondents availing M-Wallet. Structural equation modelling was used to validate the brand revitalization attributes; further, the binary logistic regression model examined the effect of revitalization attributes on the chance of increasing customer's perception of masstige.

The exploratory study suggested brand image, service quality and value for money pricing as essential attributes to revitalize mass brands into masstige brands; furthermore, path analysis validated the positive effects of these attributes on the perception of masstige. The proposed binary logistic regression model suggested brand image as sensitive attributes, increasing the odds ratio by 9.39 times in favour of perceiving brand as masstige followed by the perceived service quality that is 5.87 times. The prediction capability of the proposed binary logistic regression model is found to be 96%.

The methodology of this study provides the basis for future researchers to advance research on masstige. This study will assist the marketers of mass brands to make better marketing decisions related to how masstige image can be sustained or a new or less known brand can be revitalized into a prestigious brand.

This study is the first to provide empirical evidence of how the mass brand can be revitalised as masstige brands by considering image, quality and price attributes.

Strategy and marketing scholars look at strategic issues from different points of view and attempt to explain strategic choice and performance from their unique perspectives. This paper combines these perspectives in the context of international ventures and develops a conceptual framework integrating international marketing strategy decisions with entry mode decisions. The resulting contingency framework extends the hierarchical entry‐mode decision model and allows for a better specification of the strategy‐performance relationship in international business.